How Small Business Owners Should Approach SEO﻿

SEO is a term that can seem opaque, and its full name — “search engine optimization” — doesn’t do much more to explain things. You probably have at least some idea of what we’re talking about when we say SEO; but, as a busy small-business owner, you really don’t have time to master search engine technology. Sure, you know that SEO is about making your online presence more friendly to the top-secret algorithms that generate results for queries put to major search engines like Google and Bing, but what does that involve, and why is it important?

These are key questions, and we’ll answer them below.
But we’ll also address something that’s a bit more practical: How can you, as a
small-business owner, put SEO to work for your company without having to drop
everything and focus on SEO?

Why SEO matters

When search engines like Google first got started, they
were interesting ways to find content on the web. But for most small
businesses, they weren’t the biggest deal: The Yellow Pages and other phone
books were still going strong in those days, and few
people were looking for local goods and services on Google.

But major corporations were already trying to figure out
how Google’s search algorithm worked. Companies learned that search engine programs called “spiders” would
“crawl” the web to find sites, following links to do so — and that lots of
links could mean a higher result on the search engines results page, or SERP.
Keywords, too, seemed to be important; the more a keyword appeared on a page,
the more it seemed to help that page’s ranking for queries with that keyword.

Things got more complex very quickly. Google’s
top-secret algorithm is now an ever-changing and confusing things. Links and
keyword density still matter, but now there are all sorts of other things to
worry about: the quality of the links, for instance, and being too dense with keywords, among other
things.

And now, most importantly, local and small businesses
need to care more about SEO. The rise of smartphones and ever-increasing
amounts of mobile browsing and mobile search have ushered in an era in which
smartphones serve as a powerful path from customers to businesses, including
small local shops, restaurants, and other businesses. No longer can small
businesses afford to skip out on SEO services.

But small businesses can’t afford to hire entire
departments to handle SEO, either. So what’s the solution?

Outsourcing: the
best way to tackle SEO

If you’re a small-business owner, then you already know
that running a business involves being pretty good at a number of different
things. From payroll issues to building maintenance, the number of different
things that business owners need to worry about is staggering.

At the same time, the savviest small-business owners
understand that they don’t really need to handle these tasks personally. Nor do
they need to hire entire departments for things that don’t merit that kind of
scaling up. The most successful small-business owners know that doing things
like payroll in-house can be less efficient than making key decisions to outsource certain tasks.

And SEO is absolutely among the tasks that you will want
to consider outsourcing. A smart digital marketing strategy, which will include
(but not be limited to) SEO, is a complex thing. It’s not the sort of thing
that you’ll want to rig up while eating lunch or working late. Mastering
marketing is a full-time job, so turn to SEO experts for digital marketing and managed
SEO services.

With trained experts on the job (but not on your
full-time payroll), you’ll gain a lean and efficient digital marketing strategy
that brings your business greater exposure and greater potential for growths.
So get going.

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